The Millstone Times December 2020

Competitive Advantage: WHY ADVERTISING NEXT TO YOUR COMPETITION IS NECESSARY By, Lauren Kowlacki Facts: Being next to competitors with marketing brings many advan- tages to a business. Let's talk about the Mall. The closer a business is next to competitors, the more likely that a purchase will be made from one of them. Ad agencies today now have labeled marketing next to your compet- itor "The Ultimate Mall," and positioning your business as an option to your competition makes a business seem stronger, larger than they are and more visible. Nowhere is this more relevant than with targeted marketing! Busi- nesses that market side by side of their competition are proven to have increased revenue and a more positive and steady growth after a 3-year review. Side-by-Side Comparison When customers consider competing choices, they will always do some side-by-side comparisons. Sites like Amazon make that easy for customers by offering these comparisons right on many product pages. The proven counterpunch to this trend is to build your brand and measure overall sales at the end of each year. Increased revenue is not a coincidence.

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